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1 – 10 of 68Stacey Baxter and Tina M. Lowrey
Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and…
Abstract
Purpose
Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand features.
Design/methodology/approach
Three experiments were undertaken to examine children's (six to 12 years of age) preference for phonetically manipulated brand names. Experiment 1 replicates findings in previous research showing that preference for a particular brand name within a single product category is dependent on how the brand is described. Experiment 2 extends this research across product categories that are expected to lead to differential brand name preference (based on product features). Finally, experiment 3 investigates the interaction between pure phonetic symbolism and semantic information.
Findings
Children show similar patterns of brand name preference (with some age differences that could be attributable to developmental stages), and that they link particular sounds with specific brand/product attributes.
Practical implications
This research shows that when selecting an inventive and distinct brand name, consideration could be given to the relationship between vowel sounds and brand characteristics. The authors believe that the findings are of importance to marketers as they consider different approaches to the naming of new brands.
Originality/value
This is the first set of experiments to investigate the effects of phonetic symbolism on brand name preference utilising a children's sample.
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Jasmina Ilicic, Stacey M Baxter and Alicia Kulczynski
The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on…
Abstract
Purpose
The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit.
Design/methodology/approach
Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson–product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested.
Findings
Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson–product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson–product fit when the NFC was low.
Research limitations/implications
This research has implications for advertisers and brand managers considering the creation of a name for a non-celebrity spokesperson or the development of a brand/spokes-character. However, this research is limited, as it examines only male names.
Originality/value
This research shows that perceptions of spokesperson and product fit are not only influenced by spokesperson appearance (visual congruence) but also by spokesperson name (verbal congruence). This research also identifies limitations of the applicability of phonetic symbolism theory by identifying a condition under which phonetic symbolism (verbal congruence) exerts no effects on perceptions of spokesperson–product fit.
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Stacey M Baxter, Jasmina Ilicic, Alicia Kulczynski and Tina Lowrey
The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo…
Abstract
Purpose
The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages.
Design/methodology/approach
The relationship between sounds and shapes was examined in a pilot study. A 2 × 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children’s (from 5 to 12 years) product-related judgments.
Findings
Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo).
Practical implications
When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes.
Originality/value
This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.
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The age‐old question of “what's in a name?” is analysed from a marketing standpoint. The author studies the manifold effects of different names upon us, in a general context, and…
Abstract
The age‐old question of “what's in a name?” is analysed from a marketing standpoint. The author studies the manifold effects of different names upon us, in a general context, and isolates two opposing principle's for evaluating brand nomenclature: the Juliet principle, in which a name is justified by its traditional associations; and the Joyce principle, where names depend on their phonetic symbolism to communicate an idea. Certain groups of letters have been shown, by experiment, to possess qualities of “darkness” or “lightness”, “largeness” or “smallness”, etc., to a concensus of people. A word can also have a symbolic function arising from the associations it produces in the minds of consumers. The author proceeds from these suggestions to evolve guidelines for those engaged in the creation of new brand names. He discusses the evaluation of not only “traditional” names, but also apparently meaningless names like “Omo” or “Kleenex”, and shows how certain names work, or might be expected to work, in the market situation. The name is the one unchangeable part of the marketing mix. This psycholinguistic approach helps to put the question of the “naming of brands” into perspective, giving criteria for a “good” name, and elucidating the stages of arriving at it. Finally, the author points out that wholeness of approach is necessary —the felicity of the name chosen will be conditioned by the depth of involvement of relevant personnel concerned with the new product.
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Amelie Guevremont and Bianca Grohmann
– This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality.
Abstract
Purpose
This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality.
Design/methodology/approach
Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name.
Findings
Consonants influence consumers’ brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers’ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute.
Practical implications
This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality.
Originality/value
This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.
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Sunny Vijay Arora, Arti D. Kalro and Dinesh Sharma
Managers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to explore…
Abstract
Purpose
Managers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to explore sound-symbolic perceptions of products with blended brand names (BBNs), formed with at least one semantic and one nonsemantic component. Unlike most extant literature, this study not only estimates the effect of vowels and consonants individually on product perceptions but also of their combinations. The boundary condition for this effect is examined by classifying products by their categorization and attributes by their abstractness.
Design/methodology/approach
Through a within-subject experiment, this paper tested perceptions of products with BBNs having high-/low-frequency sounds. A mixed-design experiment followed with sound frequency, product-level categorization and attributes’ abstractness as predictor variables.
Findings
For BBNs, vowel sounds convey brand meaning better than the combinations of vowel and consonant sounds – and these convey brand meaning better than consonant sounds. Differences in consumers’ perceptions of products with BBNs occur when the degree of attributes’ abstractness matches product-level categorization, such as when concrete attributes match subordinate-level categorization.
Practical implications
Brand managers/strategists can communicate product positioning (attribute-based) through BBNs created specifically for product categories and product types.
Originality/value
This research presents a comparative analysis across vowels, consonants and their combinations on consumers’ perceptions of products with BBNs. Manipulation of names’ length and position of the sound-symbolic imbed in the BBN proffered additional contributions. Another novelty is the interaction effect of product categorization levels and attributes’ abstractness on sound-symbolic perception.
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– This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude toward the advertisement.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
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Marc Fetscherin, Adamantios Diamantopoulos, Allan Chan and Rachael Abbott
The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in…
Abstract
Purpose
The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies was assessed.
Design/methodology/approach
A 2 × 2 experimental design was used, whereby brand names are categorized by string length (short vs long) and semantic relevance to English (with vs without). Respondents’ perception of the Chinese language in terms of pronounceability, language familiarity and language attitude is used as covariate.
Findings
Results reveal shorter brand names, and those with semantic relevance to English are perceived as more memorable. It was also found that pronounceability of the brand name does influence brand name preference in terms of their meaningfulness, memorability and likeability.
Research limitations/implications
This exploratory paper is limited to Americans’ perceptions of the English version of Chinese automobile brand names.
Practical implications
Chinese companies should therefore carefully consider the brand name characteristics in terms of string length and semantic relevance, as well as their ease of pronunciation when choosing and introducing their brand name in the USA.
Originality/value
This is the first paper which assesses Western consumers’ perception of brand names from Chinese automobile companies in terms of their brand meaningfulness, brand memorability and brand likeability.
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John Myers, Charles Oppenheim and Stephen Rogers
218 brand names of microfilm/microfiche readers, computerized information retrieval systems and on‐line databases were subjected to an analysis of their characteristics. They acre…
Abstract
218 brand names of microfilm/microfiche readers, computerized information retrieval systems and on‐line databases were subjected to an analysis of their characteristics. They acre analysed for the product information they conveyed and for the characteristics of the words employed. It was found that brand names tend to employ meaningless concocted words and that the favoured words begin and end with a consonant. Other features of the words used and differences between the groups of products were noted.